Digital

Special Group 171 David's Unusables

Finalist
2022 Digital Campaigns
Credits
  • Pou Auaha / Creative Directors
    Tony Bradbourne, Lisa Fedyszyn, Jonathan McMahon, Arnya Karaitiana
  • Ngā Kaimahi / Team Members
    Tom Johnson, Kimberley Scott, Kelly Grindle, Briar Rowsell, Priyanka Patel, Isabeau Brimeau, Jen Wood, Gavin Le Claire, Ky Lee, Carolyn Ihaia, Sally Lankshear
  • Kaitautoko / Contributor
    The Post Office
  • Client
    Motor Neurone Disease New Zealand
Description:

MND (Motor Neurone Disease) is an incurable condition that gradually causes muscles in the body to waste away – leading to the loss of every physical capability. MND NZ is a charity that supports people living with MND, their carers, families, and health professionals through support, education, advocacy and research. The more awareness MND has in New Zealand, the higher the likelihood of MND NZ getting access to funding.

David's Unusables was a brutally simply, low budget campaign that used an online marketplace in a ground-breaking way to increase awareness of Motor Neurone Disease. David (who is living with MND) sold his items on TradeMe in a digital timeline reflective of his deterioration, with each listing revealing the devastating reasons the item had become unusable to him. By doing so, the campaign turned New Zealand's leading online marketplace into an education resource for MND, and a donation source for MND NZ. The online auctions were supported by infomercials, OOH, PR, radio, social and digital media.

The listings were viewed 63,765 times, and the campaign reached 1.5 million New Zealanders (total population 5.52 million).